Challenge
Make ice skating the most engaged-with and followed sport on social media during the Beijing 2022 Winter Olympics, leveraging the reach of the winter Olympic Games to generate future demand for ice skating worldwide.
The Work
In 2019, we discovered that skaters participate in 50,000 social conversations annually about the shame, pain, and fear of falling on the ice.
In response, we created #UpAgain, a campaign dedicated to inspiring skaters to overcome their challenges both on and off the ice.
Over the next three years, #UpAgain became embedded in skating culture and was embraced by fans and athletes worldwide.
For Beijing 2022, we adapted the campaign to highlight athletes’ remarkable stories, celebrating their talent as they competed to get #UpAgain on the podium.
Impact
The ISU became the No. 1 ranked Winter Federation for engagements (30% more than the nearest rival) and follower growth (2.5 times more than the nearest rival), successfully leveraging the additional reach of the Winter Olympic Games to grow future demand for each discipline. The #UpAgain campaign also won ‘Best Specialist Campaign’ at the International Content Marketing Awards.
Creative
Together with Redtorch we helped amplify the incredible sporting moments and honour the amazing stories and journeys of athletes during the Olympics.
Selina Vanier
Communication and Media DirectorInternational Skating Union
